Coffs Harbour City Centre Masterplan 2031

COFFS HARBOUR CITY CENTRE
MASTERPLAN 2031

The City Centre will be a destination
featuring world class design of
the physical fabric that creates a
unique and creative streetscape
that inspires all who visit.
A VISION To Inspire
To create a place where economic, social and cultural pursuits fuse to
enrich and enliven all who live, work and visit the City Centre.
At our core will be a strong heart from which the ripples of vibrancy
and prosperity will flow throughout the City Centre and to the region as
a whole.
We will build on our parents’ achievements for our next generation
so that they may live better than us.
Let’s reignite a glow in the City Centre that we locals are proud of
and for which visitors become attached to.
We will lay the foundation to encourage long term development
and investment in the City Centre through careful planning and real
incentives that ensure retail, business, leisure, cultural and residential
interests flourish.
The City Centre will be a destination featuring world class design of
the physical fabric that creates a unique and creative streetscape that
inspires all who visit.
The City Centre is to be reinstated as the key retail precinct
in Coffs Harbour as it historically has been - providing additional
secondary benefits compared to other standalone retail centres.
For the City Centre to be the core entertainment precinct of Coffs
Harbour which regionally attracts festivities and events for the social
and economic benefit of the community and as a new attraction for
tourists.
Complementing the entertainment precinct will be numerous cultural
initiatives that showcase and encourage the talent of our many
artists, musicians, chefs and local providores.
We will create an attractive urban environment rich in lifestyle facilities
that attracts residential living to the City Centre consistent with
today’s residential needs and expectations.
Let’s live and work in a place where environmentally sustainable
practices, healthy living and a greening of the City Centre become
the new benchmarks in our daily lives.

City Centre Masterplan 2031- Contents
2. CITY CENTRE MASTERPLAN 2031
4
12. IMPLEMENTATION
55
3. PRINCIPLES
4. OBJECTIVES
9. STRATEGIES AND PROJECTS
5
6
7
13. IMPLEMENTATION-
STRATEGIES AND PROJECTS MATRICES
13. IMPLEMENTATION-
SPECIAL RATE VARIATION FUNDING MATRIX
56
57
10. STRATEGIES
8
14. CROWDFUNDING
58
ACCESS AND MOVEMENT
KEY CONNECTIONS (S- KC)
BIKE PLAN (S- BP)
PARKING (S- P)
9
10
12
14
13. IMPLEMENTATION-
ALTERNATIVE FUNDING MATRIX
5. PREMISE OF THE VISION
59
60
LEGIBILITY
CITY CENTRE LEGIBILITY (S- CCL)
BRAND POSITIONING (S- BP)
CITY CENTRE MANAGEMENT (S- CCM)
KEY LAND USE AND OPEN SPACE
STRATEGIC SITES (S- SS)
REAR LANE ACTIVATION (S- RLA)
DEVELOPMENT INCENTIVE POLICY (S- DIP)
RESILIENCE AND FLOOD PLAN (S- RFP)
15
16
17
18
19
20
21
22
23
6. BASELINE DATA ASSESSMENT-
A CITY WITH A FANTASTIC FOUNDATION
7. BASELINE DATA ASSESSMENT-
CITY CENTRE CHALLENGES
8. COMMUNITY ENGAGEMENT
APPENDIX 1- LANDSCAPE AND MATERIALS PALETTE
APPENDIX 2- SUPPORTING TRANSPORT REPORT
61
62
63
11. PROJECTS
24
HARBOUR DRIVE ACCESS (P- HDA)
WAYFINDING (P- WF)
CITY SAILS (P- CS)
CITY SQUARE (P- CQ)
CITY SQUARE CULTURAL BUILDING (P- CQCB)
ENTERTAINMENT CENTRE (P- EC)
ROUNDABOUT RETROFIT (P- RR)
BUS HUB LOCATION (P- BHL)
CASTLE STREET CARPARK (P- CSC)
STREET RECONFIGURATION (P- SR)
BRELSFORD PARK (P- BP)
EVENTS PROGRAM (P- EP)
25
26
27
29
30
34
35
36
37
38
53
54
City Centre Masterplan 2031 • Coffs Harbour City Council •
3

City Centre
Masterplan 2031
The Masterplan builds on the work of four related
documents: Our Living City Settlement Strategy, City
Centre Vision, Working Group Vision and draft LEP / DCP
2012. While the previous documents focus on a range of
issues, this report focuses solely on the City Centre study
area, as identified on page 61, and the priority Strategies
and Projects to improve it. These works will largely be
funded by a proposed Special Rate for the City Centre, as
well as other funding mechanisms.
In preparing this report, Council contracted in 2012 a multidisciplinary
team comprising ROBERTSDAY + AHH + GTA
+ I&BM + NORTHROP + STRAIGHT TALK to work with the
community and stakeholders. The expertise of each firm
and its role in the project is outlined on the back cover.
The balance of this report supports the Vision and provides
an overview of the City Centre Principles and Objectives
before focusing on the specific Strategies and Projects to
realise the Vision and to create a prosperous City Centre by
2031.
The Vision is underpinned by five key premises outlined in
Premise of the Vision (p. 59) and originates from the Baseline
Data Assessment, summarised within A City With A Fantastic
Foundation (p. 60) and City Centre Challenges (p. 61), and
feedback gained from a rigorous consultation process
outlined in Community Engagement (p. 62).
Proposed evolution of the City Square into a dynamic cultural building and City focal point for 2031.
City Centre Masterplan 2031 • Coffs Harbour City Council •
4

PRINCIPLES To Guide
The 21st Century Coffs Harbour City Centre will play to
its strengths, be better than its competitors and never
try to be something that it is not.
The Principles outlined below will guide the future development of the City
Centre. The driving Principles detailed under the specific Strategies and
Projects within this Masterplan support and reinforce the primary guiding
Principles below.
The City Centre stands united as one retail, business, cultural and
entertainment precinct with preferred development to occur as close to the
City Square as possible.
Having a strong core in the City Centre is a prerequisite to that strength
flowing to its outer boundaries.
The primary qualities of safety, cleanliness and convenience must be achieved
before placemaking endeavours can be fully realised.
Development will be encouraged which is best practice and of a high quality
modern standard that will lay the foundation for decades to come.
For all stakeholders to work cohesively and passionately together to deliver
greater results.
Ensure the economic benefits of the Special Rate levy, are, in the long term,
passed onto landowners through higher property values, to businesses
through higher incomes and the community through better facilities and
employment.
To increase the capacity of the City Centre to foster economic growth and to
meet the demographic needs of Coffs Harbour which is characterised by a
high population growth rate and an aging population.
To provide short term stimulus measures to revitalise the City Centre, reduce
the number of vacant shopfronts and increase retail sales.
To work with private landowners and prospective investors to create economic
opportunities through compelling development incentives.
Through upfront investment in the public domain the City Centre may experience a development renaissance which will position it as a vibrant 21st Century City.
The Coffs Harbour City Centre Masterplan 2031 will be a living document that
delivers short-term activation strategies and lays the groundwork for longer
term dreams.
City Centre Masterplan 2031 • Coffs Harbour City Council •
5

OBJECTIVES To Deliver
MOONEE ST
CITY SQUARE
GORDON ST
At night, Coffs City Centre will come vibrantly to life with decorative lighting and light
shows playing within the iconic shade sails whilst enhancing the safety and security
of those out enjoying the cafés and al fresco dining that spills into the public domain.
MOONEE ST
CITY SQUARE
PARK AVENUE
PARK AVENUE
HARBOUR DRIVE
GORDON ST
HARBOUR DRIVE
EARL ST
Key City Centre Street Projects will improve connectivity, legibility and contribute to the City Centre brand.
EARL ST
‘Street Greening’ will enhance the streetscape experience, attracting visitors and encouraging walking and cycling.
The implementation of the Strategies and Projects
contained within this Masterplan are proposed to meet the
City Centre Objectives below.
Coffs Harbour’s CBD will be transformed and re-branded as
Coffs Harbour City Centre.
Current City Centre streetscapes will be enhanced as linear
parks with trees, shrubs, street furniture and additional
shade sails strategically located to identify the City Centre,
welcome visitors and provide clear pedestrian links and
weather protection along key connections.
Through traffic will be directed around the City Centre by a
series of clearly marked ring roads while movement within
the area will be slowed, creating a safe, friendly zone for
pedestrians, bikes, and mobility scooters.
At night, the City Centre will come vibrantly to life with
decorative lighting and light shows playing within the
iconic shade sails whilst enhancing the safety and security
of those out enjoying the cafés and al fresco dining that
spills into the public domain.
The City Square will become the beating heart of the City
Centre, with an outdoor performance space featuring
social and cultural events and attractions intermixed with
bustling night as well as day markets, full of fresh local
produce and wares from local creative industries.
Wide footpaths, strategically placed cycleways and
attractive, landscaped thoroughfares will make the City
Centre safer and more accessible for visitors and locals
alike. The visual appeal and easy access will encourage
walking and cycling, promoting a healthier lifestyle and
less reliance on motor vehicles.
This community revival is the commendable result of
economic interests leading by example. The Masterplan
demonstrates their commitment to the growth and
evolution of the City Centre and to the establishment of
Coffs Harbour as the regional capital and a world class
tourism destination.
A collection of lifestyle assets including pools, gyms, parks,
walkways, cycleways, playgrounds, library, art gallery and
day spas will continue to be developed, enticing inner city
residential living as well as increased daily visitation.
The communal, social and cultural wealth of Coffs Harbour
will be enhanced through realising the full potential of
government assets including land, buildings and services.
Several strategic sites will be targeted to deliver a new
cultural, entertainment and civic building which may be
located separately or multi- functionally according to
funding and commercial opportunities. Preference will be
given to locating these community assets as close to the
City Square as possible subject to delivering the highest
level of community benefit.
Whilst encouraging more sustainable transport, we are
conscious of the need to protect and enhance business
viability. Great care is to be applied to the integration of
City Centre user traffic, public transport, carparking, cycling
and pedestrian movement to ensure the maximisation
of all these resources and their continuing improvement.
Greater utilisation of existing parking facilities will be
achieved by the improvement of access and security and
the relocation of long-term parking to the outer perimeter.
City Centre Masterplan 2031 • Coffs Harbour City Council •
6

Street Reconfiguration Project for Park Avenue demonstrating ‘street efficiency’ benefits including street greening and widened pedestrian footpaths.
Strategies and Projects
The Coffs Harbour City Centre Masterplan 2031 is not just
another planning document. It represents a new approach to
City design by 1) viewing collaboration of public and private
actions as an evolving process 2) recognising the value of quick,
affordable tools in creating instant impact and promoting long
term change and 3) aligning strategy with projects to build
towards a pragmatic utopia.
This approach towards a pragmatic utopia is supported by the
goal being a vibrant, connected and green City Centre. Rather
than being viewed in isolation, there exists a fertile overlap
between each goal where the maximum benefit for the City
Centre can be achieved.
It is on this basis, the city-wide Strategies and place-specific
Projects have been conceived. They are the heart of the
Masterplan. The Strategies provide the overall framework
for improving the urban vitality of the City. The Projects
often get the most attention as they are implemented, such
as an improved City Square, a new Cultural Building and
the like. What is important to remember though, is that it
is a commitment to the long term Strategy that ultimately
reconciles and diffuses any short term frustration caused by
a specific Project as the City transitions to a more resilient,
sustainable and prosperous future.
City Centre Masterplan 2031 • Coffs Harbour City Council •
7

Strategies
KEY CONNECTIONS (S- KC)
BIKE PLAN (S- BP)
PARKING (S- P)
CITY CENTRE LEGIBILITY (S- CCL)
BRAND POSITIONING (S- BP)
CITY CENTRE MANAGEMENT (S- CCM)
STRATEGIC SITES (S- SS)
REAR LANE ACTIVATION (S- RLA)
DEVELOPMENT INCENTIVE POLICY (S- DIP)
RESILIENCE AND FLOOD PLAN (S- RFP)
10
12
14
16
17
18
20
21
22
23
City Centre Masterplan 2031 • Coffs Harbour City Council •
8

Access and Movement
BERYL STREET
SHOWGROUND
One of the key objectives of this Masterplan is to achieve a
connected City Centre. The Strategies and Projects outlined
within the Masterplan will result in an environment where there
is a balance between the pedestrian, cyclist, public transport
and private vehicle. Equitable access will be key to the evolution
of the City Centre towards 2031.
AZALEA AVENUE
GUNDAGAI PLACE
MCLEAN STREET
WEST HIGHT STREET
MURDOCH STREET
P
KORFF STREET
SCARBA STREET
LYSTER STREET
P
MOONEE STREET
ELBOW STREET
P
PACIFIC HIGHWAY
VERNON STREET
P
COFF STREET
4.
P
CASTLE STREET
GORDON STREET
3.
1.
DUKE STREET
2.
The plan opposite illustrates the multi- modal intent of the
Masterplan and compatibility of the transport systems. The
Details below are discussed as components of the Strategies
and Projects within the balance of this document.
ACCESS AND MOVEMENT
City Centre Study Area Boundary
Existing Block
Existing Building Footprint
Development Outside Study Area
Pacific Highway
Pedestrian Connection
AZALEA AVENUE
MEADOW STREET
COMBINE STREET
HILL STREET
ELIZABETH STREET
GRAFTON STREET
MARKET STREET
P
P
ALBANY STREET
PARK AVENUE
EARL STREET
HARBOUR DRIVE
P
Street Reconfiguration
Roundabout Retrofit
Cycleway- Separated
Cycleway - Park Trail
Bus Hub
Access Improvement
Inner Ring Road
Carpark Investigation Site
Details
CURACAO STREET
1.
2.
3.
4.
Gordon Street- Trial ‘Display Street Reconfiguration’
Coffs Bridge Upgrade
Duke Street Extension
Castle Street Carpark- New Rooftop Sail and Lift
Figure 1. Access and Movement Plan.
0m 100 200
N
Coffs Harbour City Centre- Access and Movement
City Centre Masterplan 2031 • Coffs Harbour City Council • 9

AZALEA AVENUE
AZALEA AVENUE
MEADOW STREET
COMBINE STREET
MCLEAN STREET
GUNDAGAI PLACE
MURDOCH STREET
WEST HIGHT STREET
HILL STREET
KORFF STREET
SCARBA STREET
LYSTER STREET
ELIZABETH STREET
GRAFTON STREET
MARKET STREET
MOONEE STREET
8. 4.
1.
10.
8.
ELBOW STREET
LITTLE STREET
2.
PACIFIC HIGHWAY
VERNON STREET
PARK AVENUE
ALBANY STREET
BERYL STREET
COFF STREET
CASTLE STREET
GORDON STREET
DUKE STREET
3.
5.
10.
EARL STREET
CURACAO STREET
HARBOUR DRIVE
SHOWGROUND
6.
8.
9.
+
7.
0m 100 200 N
1. Police Station redevelopment is to retain the public 2. Future redevelopment is 3. Coffs Central 4. Pedestrian 5. Pedestrian crossing to be
connection between Lyster St. Carpark and Pacific Hwy.
and
Improve Pacific Hwy pedestrian crossing.
to retain public connection
between Moonee St. Carpark
and Vernon St.
to provide for
extended mall
access.
crossing from
Moonee St. to
Harbour Dr.
included at Beryl St. (Justice
Precinct) signals. Note: Funded
by State Government.
6. Improve Coffs Creek Bridge to
increase cycle and pedestrian use.
7. Formalise the proposed
Duke St. connection.
8. Complete and connect rear laneways for rear vehicle access encouraging
new development to address open space and key streets.
9. Extend the right turn lane at the intersection of Pacific Hwy
and Albany St.
10. Establish a City Centre ring road with the Pacific Hwy and Coff St. and
11. Facilitate outer ring road
Albany St. as key connection points.
(diagram overleaf).
Strategy: Key Connections
(S- KC)
Principle: A City Centre movement network should allow safe and
equitable access for cars, pedestrians and cyclists. By providing a
number of routes and a hierarchy of thoroughfares traffic can selfregulate
and the function of the City Centre will improve.
Finding: The city benefits from a robust street network however,
there are a number of missing links. Completing these missing links
will improve the legibility and permeability of the City over time.
Benefits:
• To alleviate current capacity issues encouraging drivers to
visit the City Centre;
• To bypass Harbour Drive and the City Centre;
• To accept driving slower in order to be a part of the retail,
civic and cultural experience of Harbour Drive;
• To improve pedestrian connections across the Pacific
Highway;
• To improve legibility, access and safety by encouraging
mid- block pedestrian connections as part of private
development; and
• To provide a recreational loop for pedestrians and cyclists
connecting the City Centre to parks and natural assets.
Projects:
Facilitate the function of an outer ring road.
Establish a City Centre inner ring road.
Provide and formalise the Duke St extension as
a permanent component of the inner ring road.
Incorporate pedestrian crossings with City Sail
Projects including Pacific Hwy/ Harbour Dr
intersection.
N/A
N/A
$300,000
TBD
Upgrade the Coffs Creek Bridge. $36,900
Extend the right turn lane onto Albany St to
alleviate current capacity issues and ensure
satisfactory operation into the future.
Incentivise private developers to realise the
mid- block pedestrian connections and rear
laneways.
Coffs Central to provide extended mall access.
Cost:
$200,000
N/A
N/A
Figure 2. Key Connections Plan.
City Centre Masterplan 2031 • Coffs Harbour City Council • 10

ORLANDO STREET
PACIFIC HIGHWAY
WEST HIGH STREET
HARBOUR DRIVE
HOGBIN DRIVE
LEGEND
CITY CENTRE
CITY CENTRE OUTER RING ROAD
STADIUM DRIVE
PACIFIC HIGHWAY
CITY CENTRE MAIN STREET
11. Strategy: Key Connections (S- KC) - THE OUTER RING ROAD
0m 200 400 N
City Centre Masterplan 2031 • Coffs Harbour City Council • 11

Strategy: Bike Plan (S-BP)
GUNDAGAI PLACE
KORFF STREET
SCARBA STREET
WEST HIGH
MURDOCH STREET
LYSTER STREET
MCLEAN STREET
ELIZABETH STREET
GRAFTON STREET
STREET
MARKET STREET
MOONEE STREET
ELBOW STREET
LITTLE STREET
PACIFIC HIGHWAY
VERNON STREET
HARBOUR DRIVE
PARK AVENUE
ALBANY STREET
COFF STREET
CASTLE STREET
GORDON STREET
DUKE STREET
EARL STREET
CURACAO STREET
N
Principle: The greatest revolution of sustainable transport
underway in progressive cities is welcoming bikes into the City
Centre as a viable alternative transport choice. By shifting even
a portion of people going to work onto a bike cities significantly
benefit socially, economically and environmentally.
Finding: The opportunity exists to extend the existing cycle
network into the City Centre and provide the framework for a
balanced, sustainable transport network to evolve over time.
Benefits:
• To appeal to an emerging demographic;
Coffs Harbour Existing Cycle Route Map (excerpt and design overlay)..
Coffs Harbour City Centre- Proposed Cycleways
y
0m 100 200
GUNDAGAI PLACE
Connects to
Pacific Hwy
cycleway
Figure 3. Bike Plan.
KORFF STREET
SCARBA STREET
WEST HIGH
MURDOCH STREET
LYSTER STREET
MCLEAN STREET
ELIZABETH STREET
GRAFTON STREET
STREET
MARKET STREET
MOONEE STREET
ELBOW STREET
LITTLE STREET
PACIFIC HIGHWAY
VERNON STREET
ALBANY STREET
3 min to
Thompson Rd
cycleway
Coffs Harbour City Centre- Proposed Cycleways
COFF STREET
CASTLE STREET
PARK AVENUE
GORDON STREET
HARBOUR DRIVE
EARL STREET
Connects to Pacific
Hwy cycleway
DUKE STREET
CURACAO STREET
0m 100 200
< 1 min to
Coffs Creek
cycleway
10 min
to Jetty
N
3 min to
Botanic
Gardens
• To provide opportunities to leverage off of associated retail
uses such as bike rental and repair shops;
• To increase retail sales along bike routes consistent with
research findings into retail spending patterns;
• To facilitate a shift in modal choice resulting in additional
parking capacity;
• To use the Gordon Street trial to observe increased cycle
activity and monitor the areas where bicycles are parked
informally and provide formal parking and end of trip
facilities in these locations; and
• To most efficiently utilise City Centre land when 10 parked
bikes occupy the same area as one parked car.
Projects:
Use Gordon St between Coff St and Harbour
Dr as the trial for a separated cycleway and
intersection performance.
Implement the City Centre Street
Reconfiguration Project for all streets.
Adopt the City Centre Bike Plan.
Strengthen and promote Ride-To-Work Day
and family cycling events and education days.
Provide +100 bike racks and end of trip
facilities at locations identified through
observation of ad- hoc parking locations.
Incorporate end of trip facilities into the Bus
Hub and into new developments in the City
Centre core as required over time.
Cost:
$275,650
Refer to (P- SR)
p.42
N/A
Refer to (P- EP)
p.57
TBD
TBD
City Centre Masterplan 2031 • Coffs Harbour City Council • 12

2012: 4,500 residents are within a 5 minute bike ride of the City Centre.
2031: 9,000 residents within a 10 minute bike ride of the City Centre.
5 min/ 1.6km
10 min/ 3.2km
Strategy: Bike Masterplan (S-BP)- THE IMMEDIATE POTENTIAL
City Centre Masterplan 2031 • Coffs Harbour City Council • 13

GUNDAGAI PLACE
KORFF STREET
SCARBA STREET
WEST HIGH
MURDOCH STREET
LYSTER STREET
MCLEAN STREET
ELIZABETH STREET
GRAFTON STREET
STREET
Figure 4. Potential Parking Location Plan.
The Cultural Centre at the
City Square would provide an
integrated parking solution at
the core of the City Centre.
MARKET STREET
MOONEE STREET
ELBOW STREET
LITTLE STREET
PACIFIC HIGHWAY
VERNON STREET T
ALBANY STREET
COFF STREET
CASTLE TLE STREET
PARK AVENUE
Coffs Harbour City Centre- Decked Carparking Capacity
POTENTIAL CARPARK FUNDING MODELS
The Castle Street/ Riding
Lane Carpark extension could
provide an additional 40 spaces
over 3 levels= 120 spaces
GORDON RDON STREET
HARBOUR DRIVE
EARL STREET
DUKE STREETTREET
CURACAO STREET
0m 100 200
• Joint Ventures with a private developer using existing Council owned
land;
• Government Grants;
• Special Infrastructure Contribution;
• Select charging for parking;
• One-off rates payment;
• Leasing Options; and
• Crowdfunding.
N
Strategy: Parking (S-P)
Principle: A mix of limited and unlimited, paid and unpaid
carparking that is appropriately located, accessible, safe and ample
is the basis for ensuring retail success.
Finding: The free supply Addi of parking in the core of the City Centre is
near capacity. Employees Requ occupy spaces for longer term parking. If
visitors can’t park, they can’t shop.
@ 20
Benefits:
= 1.6
• To drive retail and commercial activities;
= 5%
• To provide for additional = $1 capacity for community, civic and
cultural activities;
• To improve parking capacity in the short- term;
• To utilise sites immediately outside the City Centre to
supplement City Centre long term parking requirements;
• To encourage use of 170 under utilised spaces on the roof of
the Castle Street Carpark and investigate expansion here;
• To promote use of sustainable transport;
• To reduce the need to over- deliver carparks; and
• To encourage immediate development investment.
Projects
Convert 100 ‘all day’ carparks in the Castle St
Carpark to 3 hour parking.
Cost:
N/A
Provide shade sails/ lift at Castle St Carpark. $900,000
Enforce short- term parking limits using rangers
and scanner technology.
Increase utilisation rates of existing spaces by
upgrading and ensuring a basic level of safety,
cleanliness and convenience at Castle St and
Park Ave Carparks and amenities at Riding Ln.
Revise S94 specifications to fund the Castle St/
Riding Ln Carpark expansion.
Installation of +100 bike racks to promote
cycling to work.
Provide cycle and bus infrastructure to achieve
the modal shift goal of 10%.
To encourage private development of additional
carparks over the long term at potential
locations identified in Figure 5.
To improve the legibility of the bay markings to
encourage proper use.
N/A
$375,000
N/A
TBD
Refer to (P- SR)
p.42
N/A
TBD
SUMMARY:
The core of the City Centre study area is at parking
capacity.
By 2031 an additional 630 short term parking
spaces will be needed.
Any spaces lost through the Street Reconfiguration
Project within this Masterplan are balanced out by
the under utilised spaces on the City Centre fringe.
The new shade sail and lift at the Castle Street
Carpark will increase the utilisation rate of the 170
empty upper level spaces.
By ‘finding’ the above spaces we are left needing
460 spaces by 2031.
The current demand in the City Centre is
approximately 2,461 parking spaces.
The additional 2031 demand of 460 spaces could
cost up to approximately $8M to construct as a
carpark.
If 10% of existing and new drivers shift to another
mode of transport across the City Centre:
= reduction of approximately 300 parking spaces
= approximately $4.9 million carpark savings
NOTE: The above parking assumptions have been part of preliminary
investigations undertaken with GTA Consultants. Detailed findings are
provided within the Masterplan Transport Report.
City Centre Masterplan 2031 • Coffs Harbour City Council • 14

Legibility
BERYL STREET
SHOWGROUND
One of the key objectives of this Masterplan is to ensure that
visitors to the City Centre are easily able to experience the City’s
natural and urban assets and to encourage them to stay longer.
GUNDAGAI PLACE
KORFF STREET
SCARBA STREET
WEST HIGH
MURDOCH STREET
LYSTER STREET
STREET
2.
MOONEE STREET
ELBOW STREET
PACIFIC HIGHWAY
3.
1.
VERNON STREET
COFF STREET
CASTLE STREET
GORDON STREET
DUKE STREET
As the City Centre transforms into a 21st Century City, the
Strategies and Projects outlined within this report will provide
a framework for the City to be known by visitors as a unique,
memorable and accessible destination.
The plan opposite illustrates the numerous Strategies and
Projects that will reinforce the Vision for the City Centre. The
Details below are discussed as components of the Strategies
and Projects within the balance of this document.
LEGIBILITY
City Centre Study Area Boundary
Existing Block
Existing Building Footprint
Development Outside Study Area
Pacific Highway
Street Reconfiguration
MCLEAN STREET
LITTLE STREET
City Centre Main Street
City Centre Supporting Street
Roundabout Retrofit
MARKET STREET
ELIZABETH STREET
GRAFTON STREET
ALBANY STREET
PARK AVENUE
EARL STREET
HARBOUR DRIVE
City Centre Gateway
City Sails
City Sail To Be Relocated
Signage-
City Centre Entry Post
Key Streets Entry Post
Relocatable Median Banner
City Centre Information Post 1
CURACAO STREET
1.
City Centre Information Post 2
Direct Main Street Access
Details
City Square Public Domain Improvements
2.
Moonee Street Entry Statement
Figure 5. Legibility Plan.
0m 100 200
N
3.
Harbour Drive Right Turn From South
City Centre Masterplan 2031 • Coffs Harbour City Council • 15

KORFF STREET
Strategy: City Centre
Legibility (S- CCL)
GUNDAGAI PLACE
SCARBA STREET
WEST HIGH
MURDOCH STREET
LYSTER STREET
MCLEAN STREET
ELIZABETH STREET
GRAFTON STREET
STREET
VERNON STREET
PARK AVENUE
ALBANY STREET
COFF STREET
HARBOUR DRIVE
EARL STREET
Coffs Harbour City Centre- Vibrant, Connected and Green
MOONEE STREET
Figure 6. City Centre Core Plan.
MARKET STREET
ELBOW STREET
LITTLE STREET
PACIFIC HIGHWAY
CASTLE STREET
GORDON STREET
DUKE STREET
CURACAO STREET
City Centre Core
City Centre Gateway
0m 100 200 N
Use of color & timber
plantation inspiration.
Prominent feature trees.
Principle: A coordinated wayfinding strategy should celebrate
the entry to the City Centre, improve access, signage and
lighting whilst at the same time using streetscape planting
and art to prioritise streets and direct visitors to destinations.
A comprehensive wayfinding strategy contributes to a City’s
identity and makes it more user- friendly; attracting and
retaining more visitors.
Finding: The City Centre lacks an easily identifiable and
accessible entry and overall legibility. There is inadequate
attraction and directional signage and general wayfinding within
the City Centre itself.
Benefits:
• To enjoy a sense of arrival when entering the City Centre;
• To recognise the City Centre’s Main Street, Harbour
Drive, and turn directly onto it from the South increasing
capture of passing traffic;
• To reinforce Coffs Harbour City Centre as the ‘City of Sails;’
• To reinforce the significance of Harbour Drive, Park
Avenue, West High, Vernon, Gordon, Moonee, Coff and
Little Streets as the core of the City Centre;
MOONEE ST
WEST HIGH ST
PACIFIC HWY
HARBOUR DR
VERNON ST
Iconic Harbour Drive sails not visible
from the Pacific Hwy.
Entry landscaping.
• To enhance and differentiate the brand and identity of the
City Centre from other places and cities;
• To highlight the Harbour Drive and Earl Street intersection
as the eastern gateway to the City Centre.
Projects:
Cost:
PARK AVE
Replicate the Harbour Dr sails at key locations
within the City Centre.
$1.3
million
LITTLE ST
GORDON ST
Implement Wayfinding Project including
attraction and directional signage.
$128,500
Implement the Harbour Dr Access. $250,000
Implement Street Reconfiguration ‘Greening’
Projects.
Refer to
(P- SR) p.42
Figure 7. Key City Centre wayfinding streets.
City Centre Main Street
City Centre Supporting Street
Use of lighting to supplement entry statements.
City Centre Masterplan 2031 • Coffs Harbour City Council • 16

Strategy: Brand
Positioning (S-BP)
Principle: Building on the foundation of the Coffs Harbour
Township Marketing Masterplan and in particular, the village
brand for the ‘City Centre; the City Centre brand should continue
to evolve with the City. The brand and identity for Coffs Harbour
City Centre will be consistent with the Vision and will become a
critical marketing tool to revitalise the City Centre.
Finding: As Coffs Harbour City Centre grows towards the City
of 2031 its brand will need to grow and evolve in order to clarify
what makes it special and to help everyone understand this
uniqueness in the same way.
Benefits:
• To capture the City Centre sense of place as it evolves;
• To communicate and market a consistent brand for the
City Centre;
• To differentiate Coffs Harbour City Centre from its
competitors; and
• To reinforce the Vision for the City Centre regularly
through events, art and activities that are aligned with the
brand and identity of the City Centre.
Projects:
Investigate the opportunity for a re branding
to occur that launches the City Centre
Masterplan 2031.
Incorporate the new brand into the signage
and events strategies and projects.
Cost:
TBD
Refer to (P- WF)
p.30 and
(P- EP) p.57
City Centre Masterplan 2031 • Coffs Harbour City Council • 17

Strategy: City Centre
Management (S-CCM)
Principle: In order for modern City Centres to compete as an
“urban experience” against competitors the level of service, visual
stimulation, general up- keep and pride of the public domain
and shopfronts must be consistent and inspire return visits.
Finding: The management of the City Centre is not coordinated
to create a consistently high quality, memorable experience.
Benefits:
• To offer a clean, safe, accessible and modern City Centre to
visitors;
• To reposition the City Centre to be equipped to flourish in
the changing retail environment;
• To increase tourism visits and expenditure within the City
Centre;
• To lift the quality of the City Centre public domain
and shopping experience to become a worthwhile
destination; and
• To consolidate retail revitalisation efforts in order to get
the most ‘bang for your buck.’
Projects:
Establish a single, integrated board for
managing the City Centre’s ‘amenity package.’
City Centre clean up and de- clutter day for
the City Centre.
Provide hospitality training.
Proactively coordinate leasing and retail mix,
events and advertising.
Work with landlords to provide short term
activation strategies such as displays in
vacant shopfronts, art spaces and concepts
similar to ‘Renew Australia.’
Cost:
N/A
Refer to
(P- EP) p.57
TBD
TBD
TBD
City Centre Masterplan 2031 • Coffs Harbour City Council • 18

Key Land Use and Open
Space
BERYL STREET
KORFF STREET
SHOWGROUND
The City Centre Masterplan 2031 identifies key strategic sites
within the City Centre and outlines Principles to ensure their
optimum contribution to the future vibrancy of the City Centre
whilst also providing a toolkit for realising their potential
through development incentives, activation mechanisms,
management and resilience planning.
GUNDAGAI PLACE
P
SCARBA STREET
WEST HIGH
MURDOCH STREET
LYSTER STREET
P
STREET
MOONEE STREET
ELBOW STREET
P
PACIFIC HIGHWAY
VERNON STREET
COFF STREET
2.
5.
3.
P
1. 2.
P
CASTLE STREET
2.
GORDON STREET
DUKE STREET
P
The plan opposite identifies key sites for investigation and land
use activation linkages. Any carpark redevelopment would be
considered as part of an integrated development maintaining
existing carparking capacity. The Details below are discussed
as components of the Strategies and Projects within the
balance of this document.
LAND USEAND OPEN SPACE
City Centre Study Area Boundary
Existing Block
Existing Building Footprint
Development Outside Study Area
MCLEAN STREET
LITTLE STREET
Pacific Highway
Street Reconfiguration
MARKET STREET
ELIZABETH STREET
GRAFTON STREET
P
P
ALBANY STREET
PARK AVENUE
EARL STREET
4.
HARBOUR DRIVE
P
1.
Rear Lane Activation- Existing and Long Term
Rear Lane Activation- New Connection Long Term
Open Space Revitalisation
Strategic Sites For Investigation
Parking
Details
Future Cultural Building Redevelopment Site- Long Term
CURACAO STREET
2.
3.
4.
5.
Entertainment Centre Investigation Sites
City Square Public Domain Revitalisation and Event Space
Skate Park
Rear Lane Activation- Trial Artist’s Lane
Figure 8. Key Land Use and Open Space Plan.
0m 100 200
N
City Centre Masterplan 2031 • Coffs Harbour City Council • 19

1. Scarba and Moonee St
Carparks:
• Joint venture
• Integrated parking
development
2. Police Station redevelopment:
• Government/ State Office
• Gateway entry
• Moonee St activation
• Pedestrian link to carpark
GUNDAGAI PLACE
3. Park Ave Carpark:
• City heart
• City Square activation
• Cultural Building
KORFF STREET
SCARBA STREET
WEST HIGH
MURDOCH STREET
LYSTER STREET
MCLEAN STREET
ELIZABETH STREET
GRAFTON STREET
STREET
MARKET STREET
MOONEE STREET
ELBOW STREET
LITTLE STREET
Coffs Harbour City Centre- Strategic Sites
2.
2.
1.
1.
PACIFIC HIGHWAY
4.
3.
VERNON STREET
4.
ALBANY STREET
4. City Square Proximity:
COFF STREET
CASTLE CASTLE STREET STREET
PARK AVENUE
HARBOUR DRIVE
EARL EARL STREET
EET
• City Centre core support site
• Eastern site as carpark
• Western site as boutique mixed use
7.
5.
7.
7.
5.
7.
5.
DUKE STREET
CURACAO STREET
7. Council Site Amalgamation/ Acquisition:
• Significant single block landholding
• Castle St carpark opportunities
• Coff Street gateway site
• Council administration consolidation
6. Barracks:
• Residential value
6.
• Park surveillance
• Large floorplate
5. Council Parkfront Properties:
• Valued residential
• Park surveillance
• Additional LEP height
• Ground floor activation
0m 100 200 N
Figure 9. Strategic Sites Plan.
Strategy: Strategic Sites
(S-SS)
Principle: The identification of strategic sites for future
redevelopment opportunities within a City Centre is critical to
establishing a framework for investment, growth and evolution
of a City Centre consistent with an established Vision.
Finding: There are a number of sites within the City Centre that
could contribute to the realisation of the City Centre Masterplan
2031 as part of future redevelopment.
Benefits:
• To re- brand the City Centre as a modern retail,
commercial and cultural hub;
• To offer inner- city residential apartment living as part
of mixed use development that will contribute to safety
through passive surveillance;
• To leverage off of the public domain improvements within
this Masterplan to promote redevelopment;
• To establish a partnership between Council and private
developers to deliver integrated parking solutions;
• To identify joint venture opportunities for Council; and
• To contribute revenue to Council for long term
community projects.
Gallery space
dedicated to
Council
Bus stop/ cafe
Separation of
home office from
apartment unit
Ground floor retail with at- grade
parking behind.
Projects:
Prepare a Redevelopment Strategy.
Adopt and apply development incentives to
ensure the City Centre Vision is realised.
Cost:
N/A
N/A
Explore opportunities for public/ private
partnerships to realise best practice design
outcomes.
N/A
Consider Moonee and Lyster St carparks
as integrated carparking and joint venture
opportunities.
N/A
Consider redevelopment of the Police
Station site for Government/ State Office use.
N/A
Innovative development principles for consideration.
City Centre Masterplan 2031 • Coffs Harbour City Council • 20

1.
Park Avenue Lane- Existing.
GUNDAGAI PLACE
KORFF STREET
SCARBA STREET
WEST HIGH
MURDOCH STREET
LYSTER STREET
MCLEAN STREET
ELIZABETH STREET
GRAFTON STREET
STREET
MARKET STREET
MOONEE STREET
ELBOW STREET
LITTLE STREET
PACIFIC HIGHWAY
1.
VERNON STREET
PARK AVENUE
ALBANY STREET
COFF STREET
CASTLE STREET
GORDON STREET
HARBOUR DRIVE
EARL STREET
DUKE STREET
Strategy: Rear Lane
Activation (S-RLA)
Principle: Successful cities have demonstrated that a Rear Lane
Activation Strategy can contribute to the economy of a City Centre
by supporting conventional retail and diversifying investment
opportunities.
Finding: The network of public rear lanes has the potential to play
a dynamic and active role in the future of the City Centre linked to
redevelopment over the long term.
CURACAO STREET
Benefits:
Coffs Harbour City Centre- A Better City for Walking
0m 100 200
Figure 10. Stage 1- Trial Activation- Park Avenue Lane.
N
• To broaden the economic base of a City;
• To support traditional retail;
Activated laneways supplement streets and public
spaces to form a network of various experiences and
possibilities.
Park Avenue Lane has small spaces attached
to the laneway that are perfect for quirky
community gathering and event opportunities.
Public art in the City Centre can function as
protection from sun and frequent rain whilst
activating spaces and promoting local and
youth artwork.
• To attract investment and new residents who are interested
in inner city lifestyle;
• To clean up and improve safety within under utilised public
rear lanes in the City Centre;
• To reinforce the City Square as the focal point of the City
Centre for events;
• To showcase local artists and promote laneway art events;
• To activate a secondary pedestrian movement network; and
• To create a series of engaging and vibrant smaller spaces.
Opportunity for range of evening activation.
GUNDAGAI PLACE
KORFF STREET
SCARBA STREET
WEST HIGH
MURDOCH STREET
LYSTER STREET
MCLEAN STREET
ELIZABETH STREET
GRAFTON STREET
STREET
MARKET STREET
MOONEE STREET
ELBOW STREET
LITTLE STREET
PACIFIC HIGHWAY
VERNON STREET
HARBOUR DRIVE
PARK AVENUE
ALBANY STREET
Coffs Harbour City Centre- A Better City for Walking
COFF STREET
CASTLE STREET
GORDON STREET
DUKE STREET
EARL STREET
CURACAO STREET
0m 100 200
Figure 11. Stage 2- Long Term Rear Lane Activation.
N
Projects:
Trial Park Ave Ln as the pilot project for an
‘Artists Laneway Event’ with the City Square.
Provide clean- up, lighting and security
measures to promote safe use of Park Ave Ln
and the City Square.
Prepare a Rear Lane Activation Strategy for
the balance of the rear lanes.
Provide lighting and security measures in
accordance with the Rear Lane Activation
Strategy and in partnership with private
development as it occurs.
Cost:
$100,000
Refer to (P-
CQ) p. 33
N/A
TBD
Greenery and art add instant life to a space.
Retain the existing network of rear lanes and
encourage additional connections as part of
new and private development in accordance
with Figure 11.
N/A
City Centre Masterplan 2031 • Coffs Harbour City Council • 21

Strategy: Development
Incentive Policy (S- DIP)
Principle: To create an incentive for the private sector to
develop within the City Centre and contribute to the realisation
of the City Centre Masterplan 2031.
Finding: In the current financial climate, any steps Council
can implement to de-risk development will be attractive to
developers and lenders.
There are a variety of strategies including Developer Incentives,
Development Application Process and Public Improvements
that can provide the incentive. They include:
Developer Incentives:
Development Application Process:
In the current financial climate, de-risking the approval process
for the private sector may provide an incentive for developers
to invest in the City Centre. Initiatives Council may implement
to assist with this include:
• Reducing or staging DA fees;
• Streamlining the DA process to provide certainty on
timeframes; and
• Provide DA lodgment assistance.
• Council recognises that public life and creative events
contribute to economic resilience and strengthen
local spending. Events also create opportunities for
community and business participation on a broad
scale. It is also recognised that major events can deliver
significant tourism benefits. A diverse events calendar
adds a further layer of experience for visitors to Coffs
Harbour and can provide the impetus for an initial
visit, a return visit, or a longer stay. As such, Council
has a Creative Event Sponsorship Program aimed to
complement local initiatives rather than providing all
the funding.
• Whilst some incentives exist, such as an increase in
building height and FSR the opportunity exists to
improve the effectiveness of these actions by clearly
articulating the additional building capacity that will be
approved if specific public benefits are provided in the
City Centre. Benefits typically include:
--
Provision of on-site affordable housing;
--
On-site civic support spaces dedicated to culture, the
arts, bicycle infrastructure;
--
Green buildings that exceed the standard rating
under the Commercial BASIX Code;
--
Create new public space identified by the
Masterplan, including plazas, pedestrian passages
and new connections;
--
Building height bonuses that are proportionate to
the permitted height; and
--
The viability of fine grain redevelopment of the City
Centre is difficult because of the necessity to provide
on-site parking. Council could remove the necessity
for sites of a certain size to provide any on-site
parking. Instead, a discounted cash contribution to a
Public Parking Fund shall be provided.
Public Improvements:
There are a variety of strategies that can provide incentives
for existing owners or tenants to deliver the City Centre
Masterplan. They include:
• Council recognises that shopfronts without awnings
reduce the pedestrian experience, protection from the
elements and alfresco dining. Through the Awning
Addition Grant Program Council seeks to encourage
owners or tenants to add an awning to a shopfront
which, without financial assistance, may not be able to
occur. The applicant must make a matched contribution
of cash only, not ‘value-in-kind’, to the project. Matched
grants would be considered for this program.
• Council recognises that blank walls detract from
pedestrian life and a sense a safety. Through the Blank
Wall to Active Frontage Grant Strategy Council seeks
to encourage owners or tenants to activate blank walls
through public art, including opening new shopfronts
onto streets, murals, lighting and other measures which,
without financial assistance, may not be able to occur.
The applicant must make a matched contribution of
cash only, not ‘value-in-kind’, to the project. Matched
grants would be considered for this program.
Projects:
Develop and adopt a Developer Incentives
Program.
Develop and adopt a Parking Discount
Program and Public Parking Fund.
Develop and adopt an Awning Addition
Grant Program (refer to Appendix 1:
Landscape Materials and Masterplanning for
detailed specifications).
Develop and adopt a Blank Wall to Active
Frontage Grant Strategy.
Develop and adopt a Creative Event
Sponsorship Program linked to the City
Centre Events Program
Cost:
$100,000
N/A
N/A
N/A
N/A
City Centre Masterplan 2031 • Coffs Harbour City Council • 22

No space for tree
planting.
Strategy: Resilience and
Flood Plan (S-RFP)
+0.5M Freeboard
1:100 ARI
Elevated shops do not
welcome passersby.
Kerb as a
barrier for
drivers to
access the
footpath.
Level change infrastructure consumes the public domain.
Principle: Flood planning and development solutions must be
balanced with a retail and public domain interface that facilitates
the highest levels of retail performance within a mixed use
environment and the best City Centre function on a daily basis.
Finding: The majority of the City Centre is subject to 100-
year ARI flood event and therefore requires development in
accordance with the flood planning level defined as the level of a
1:100 ARI flood event plus 0.5 metre freeboard.
Benefits:
• To put in place resilience- planning for the City Centre;
Ad- hoc, cluttered public
domain- stairs, ramps, railing.
Insufficient space for
tree planting.
• To promote high patronage of shops within the City
Centre by retaining a direct relationship between the
footpath and adjoining retail shops;
Figure 12. Section 1: Typical flood design resolution under current policy.
• To promote a quality and consistent public domain,
particularly where multiple land ownership and
development may lead to ad- hoc solutions;
• To maximise public and private interaction on streets and
public spaces; and
Merchandise safe zone
during infrequent flood
events.
Flood planning level
resolved internally.
Manageable level
change for drivers to
access shops directly.
Coffs Harbour Flooding Extents Map, 2006.
• To minimise financial impacts on retailers resulting from
water exposure.
Projects:
Adopt a resiliency strategy to ensure that
planning for periodic flooding does not
adversely impact on the City Centre on a daily
basis.
Cost:
N/A
Extension of shopfront
into the public realm.
Lead a public/ private partnership to provide
advice to shop owners regarding flood
planning options and consider a grant
scheme for key flood path properties.
N/A
+0.5M Freeboard
1:100 ARI
Assist property owners in retro- fitting of
flood mitigation devices such as flood gates
to existing developments.
TBD
Flood capable zone.
Figure 13. Section 2: Alternative food design resolution- internal.
Usable footpath width retained for
people and trees as buffer to street.
Flood planning level achieved within the shop.
City Centre drainage by-pass (concept and
cost/ benefit analysis).
Resolve Harbour Dr /Gordon St overland
flow path as part of Coffs Central.
$1.9
million
$700,000
City Centre Masterplan 2031 • Coffs Harbour City Council • 23